Adidas Archives - MARKETECH APAC

United Kingdom – Liverpool Football Club (LFC) is reuniting with adidas, striking a multi-year partnership anew. The sportswear giant is set to kick off its deal with LFC in August 2025.

Marking the return of an iconic partnership, adidas will be the club’s official kit partner, seeing the brand supply match kits, training gear, and apparel to all teams and staff.

The partnership rekindles a connection that spans some of LFC’s successful periods from 1985 to 1996 and 2006 to 2012. The previous kits were among fan favourites as they adorned the iconic three stripes.

This marks LFC’s third partnership with adidas.

The new adidas Liverpool kits will be revealed through the brand and club’s channels. They will be available for purchase starting August 1, 2025.

Liverpool is currently in partnership with adidas’ competitor Nike, with the deal set to conclude in July after five years.

Billy Hogan, CEO of Liverpool FC, said, “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time. adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

Bjørn Gulden, CEO of adidas, commented, “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base. The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”

Singapore – adidas has announced a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team, which will see the global apparel brand create a complete range of apparel, footwear and accessories for the entire team F1 team and its fanbase.

Built on a shared commitment to performance and excellence, the partnership leverages adidas’ 75-years of experience working with athletes at the top of their game to support the Mercedes-AMG PETRONAS F1 Team in driving success.

The specially designed team kit will be built for the individual needs of each member’s role and made available to fans as well. The partnership will also include apparel, footwear and accessories created and designed specifically for supporters of the team and its drivers. Several limited-edition drops are also planned throughout the year.

Bjørn Gulden, CEO of adidas said, “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula 1 in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture. We are extremely proud to introduce the Three Stripes into F1 as Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever.”

He added, “Together, we share the passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and to win together.”

Meanwhile, Toto Wolff, co-owner, CEO and team principal of the Mercedes-AMG PETRONAS F1 Team said, “Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team. adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with adidas as we collectively strive to fight for world championships.”

Lastly, Richard Sanders, chief commercial officer of the Mercedes-AMG PETRONAS F1 Team, commented, “Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief. They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honour, but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track.

Australia – Social-lifestyle app STEPN GO has reached a new milestone in its partnership with adidas, unveiling the first-ever co-branded physical running shoes—the ‘STEPN GO x adidas Ultraboost 5,’ featuring the STEPN GO logo.

The launch of the co-branded running shoes marks a pivotal step in the year-long partnership between STEPN GO and adidas, which began in April 2024 with the debut of the STEPN Genesis NFT collection.

Building on the excitement from their digital NFT drops, the introduction of the STEPN GO x adidas Ultraboost 5 further demonstrates how the two brands are redefining the intersection of digital innovation and real-world fashion.

Following a successful collaboration, which included the release of the STEPN GO x adidas Genesis NFT Sneakers, the partnership now transitions from digital to physical with a limited edition of 1,200 adidas Ultraboost 5 running shoes.

Since its public beta launch in September 2024, STEPN GO’s innovative Haus System has stood out, enabling users to lend sneakers, share energy and earnings, and onboard new users into Web3 without a wallet. This feature enhances accessibility and highlights the platform’s commitment to community-driven innovation.

Shiti Manghani, CEO of STEPN by FSL, shared, “The launch of physical shoes is a defining moment in our partnership with adidas. We’ve moved from digital collectibles to tangible products that people can wear, showing just how far the Web3 space has evolved. This collaboration demonstrates the potential of merging fitness, digital assets, and real-world products.”

Erika Wykes-Sneyd, VP and GM of adidas /// studio, added, “We’re thrilled to offer a new digital experience for runners at the forefront of this exciting new era. This collaboration not only brings a fresh way to engage with fitness but also introduces rewarding experiences that push the boundaries of what’s possible in both the physical and digital worlds.”

Starting December 13, the limited-edition STEPN GO x adidas Ultraboost 5 shoes will be available exclusively on the MOOAR marketplace for holders of STEPN and STEPN GO x adidas Genesis Sneakers. With only 1,200 pairs released, the drop blends adidas’ performance excellence with STEPN GO’s active lifestyle ethos.

The STEPN GO x adidas collaboration marks a key step in integrating active living with everyday life, highlighting STEPN GO’s innovation in fitness technology and Web3 leadership. By blending digital and physical experiences, the partnership reinforces STEPN GO’s role as a pioneer in redefining Web3 possibilities.

Singapore – Teads has introduced its new Contextual Commerce solution powered by Dynamic Product Ads (DPA), making the company one of the largest DPA open internet platforms.

As personalised shopping demand grows, this innovation — currently in beta with plans to scale in early 2025— enhances shopper relevance by tailoring ads based on factors like price, stock, and delivery options within premium, contextually relevant environments.

Teads’ Contextual Commerce formats connect consumers with relevant products at key moments, delivering native ads that align with shopper behavior and context. This results in measurable business outcomes, driving core performance metrics like CTR, CPC, CPVisit, CPA, and ROAS across trusted editorial content.

Designed for sectors like fashion, electronics, and home goods, the solution is set to expand in 2025 to other industries. Fpr this solution, Teads has tapped Adidas as it first partner to leverage this solution with more than a dozen brands across multiple verticals from retail and technology to beauty and luxury in the queue to leverage during the busy shopping season ahead.

With the implementation of DPA, brands can upload or connect their product feed to Teads Ad Manager (TAM), enabling the curation of product sets based on top-selling items, popular categories, or custom criteria. The ads are automatically updated with real-time product data, including pricing, availability, and discounts, ensuring maximum relevance for always-on campaigns. With a few clicks, clients can launch campaigns using Teads’ Single Product ad format, seamlessly aligning with their campaign objectives and targeting strategies.

Jeremy Arditi, co-CEO of Teads, said, “Teads Contextual Commerce offers our growing Retail and Commerce brands an opportunity to deliver real-time, contextually relevant ads in premium environments while balancing performance with brand experience.”

Jakarta, Indonesia – Adidas has announced the launch of two new concept stores in Indonesia, particularly in the Pondok Indah Mall in the capital Jakarta.

The new concept stores aim to provide a solid ‘on-and-off the field’ retail experience for all sports enthusiasts – from elite professional athletes to fashion-conscious streetwear fans with artistic mindsets.

adidas-Concept-Stores-Indonesia-Footwear-Stadium — *‘The Stadium Evolution’ of the adidas concept store.*

The first part of the concept store is ‘The Stadium Evolution’, which transforms a 350 sqm space into a refined sports stadium. First off, the gate entrance takes customers straight into a stadium-like store, which then leads them to a supercourt format that is adapted to reflect the massive change from an analog world to a world of digitalization.

In addition, the aesthetics are aptly complimented by digital displays along the footwear section, with athlete’s locker style fitting rooms for a brand-new experience in sport, and will house the complete lineup of adidas products, including running, sportswear, training, football, and basketball.

adidas-Concept-Stores-Indonesia-Footwear-Designers-2 — *The adidas’ ‘The Collection’, featuring a custom-designed carpet centerpiece.*

Meanwhile, within the same concept store is the second part of the new branch called ‘The Collection’, which will serve as a go-to destination for sneakerheads, street style enthusiasts, fashion-forward millennials, and Gen-Z’s. The area built on a 340 sqm space showcases adidas’ latest collections on the adidas archive-inspired Archive Rack and a wide range of classic favorites, including premium sportswear, lifestyle segment and sports-inspired streetwear lines.

‘The Collection’ is decorated with a designer rug by Indonesian artists Tutu and Abenk Alter, and will act as a hub for adidas Originals line products.

“At adidas, we believe retail expectations have shifted from products to experiences. With our Stadium Evolution and The Collection stores, we are creating experiences that help customers amplify their personalities and fortify their true selves by empowering expression through fashion,” said Benjamin Handradjasa, president director and country manager of adidas Indonesia.

adidas-Concept-Stores-Indonesia-Footwear-Designers — *Indonesian artists Tutu and Abenk Alter, who collaborated in designing the carpet centerpiece at ‘The Collection’*

Meanwhile, Manoj Bharwani, co-founder and group managing director of Kanmo Group, commented that their partnership with adidas follows the retail group’s recovery from the pandemic, and they believe that their partnership will convince mall-goers to revisit malls.

“By opening these two stores at once and continued expansion in future, we believe strongly that the Indonesian consumers will rebound. We are excited and confident in the growth opportunities with adidas, as they have proved the strong presence in the sport, fashion, and streetwear categories.” Bharwani stated.

Jeffri S. Tanudjaja, vice president director of PT Metropolitan Kentjana said, “Creating a safe and welcoming space for self-expression is what we aim for here at PIM 3, that we believe will attract all consumers to come and feel the experiences. With open arms, we welcome adidas to join us in our plans to create Jakarta’s newest forward-thinking mall for creative minds.”

Melbourne, Australia – Supply chain consultancy TM Insight is expanding its executive line by hiring three former e-commerce executives as part of TM Insight’s new e-commerce and digital team.

The executives are namely Nicole Scherholz Cipolla (middle of the banner picture) from the Global Fashion Group, Jan Becker (left of the banner picture) from e-retailer Zalora, and Mitch Bittermann (right of the banner picture) from fashion brand Adidas.

Cipolla and Becker will join TM Insight as executive directors of e-commerce, based in Australia while Bittermann joins the company as the executive vice president of e-commerce for TM Insight Asia, based in Singapore.

Prior to their key positions at TM Insight, Cipolla had served as the group senior strategy director at Global Fashion Group and Zalora Philippines’ chief commercial officer, while Becker is a former director of brand marketing and consumer strategy at Zalora and also the vice president of marketing at Thai-based retail conglomerate Central Group Online. Meanwhile, Bittermann served as the director of e-commerce at Adidas Southeast Asia.

“Consumers expect a smooth, frictionless, and convenient digital experience, and if they don’t get it from a retailer they will switch to a competitor in a matter of seconds. I’m excited to bring to TM Insight my extensive experience in developing profitable e-commerce businesses and help our clients reimagine what success looks like in the digital age,” stated Cipolla.

Asked about his new executive position, Becker said, “Nicole, Mitch and I have built and scaled major e-commerce and omnichannel businesses across Europe and Southeast Asia. We understand best practice and now, as part of TM Insight, we can assist clients with their holistic strategy, commercial offering, digital merchandising and marketing, right through to their supply chain and fulfilment solutions.”

On the other hand, Bittermann stated, “Having e-commerce as a small subsection of your retail strategy doesn’t cut it anymore – retailers need to create a holistic e-commerce, retail, and supply chain strategy. Now with TM Insight’s new e-commerce and digital offering matched with the business’ existing supply chain expertise, we can provide a full end-to-end solution. This will be a gamechanger in the industry, which I’m incredibly excited to be a part of.”

The new executives will lead the company’s e-commerce and digital offering across the Asia-Pacific region, working with TM Insight’s broader supply chain and property consulting business to provide businesses a true end-to-end service offering in their retail and supply chain transformations.

Travis Erridge, CEO of TM Insight said, “Our clients have experienced incredible acceleration in e-commerce growth, with global online retail expected to reach up to US $10 trillion by 2023. With this growth, e-commerce is now a crucial component in a retailer’s business strategy that defines its supply chain and property solutions.”

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